Following on from last year’s Sport Knowledge Australia’s (SKA) industry-acclaimed Executive Sport Management Programme, comes an updated 2006 version to be held at Sydney Olympic Park from 15-20 October.

The programme has attracted future and current leaders in sport as wide ranging as Rugby Union, Rowing, Horse Racing, Cricket, Basketball and Golf as well as National Olympic Committees from Australia, New Zealand, South Africa, Botswana, Hong Kong, Tonga and Western Samoa.

A key element of the live-in course designed for CEOs and those preparing to make the step up to the top management position will be one of SKA’s unique case studies especially commissioned for the programme.

The new in-depth case study delves into the strategic development of football in Asia, prepared for SKA by Professor David Shilbury of Deakin University.

Shilbury examines the growth of the Asian Football Confederation and its current and past relationships with television rights buyers and marketing companies. Closely monitored is the prime position attained by the powerful World Sports Group from an insider view achieved through interviews with the organisation’s entrepreneurial chief, Seamus O’Brien.

In a section dedicated to China, the author details the relationships struck by UK and European clubs in a bid to gain a foothold into a country regarded as ‘the sleeping giant of the Orient’ including Real Madrid’s 20 million Euro investment which secured a 25 percent stake in the Beijing Guoan Chinese Super League club.

“Clearly, the race is on to invest in the future of football in China,” says Shilbury. “The successes of the acquisition strategies developed with Chinese Super League clubs are based on assumptions of the future success of professional football in China.

“The burning question is, will China fulfil its potential and become the future of football in Asia? In the case study the reality of this future is considered against a backdrop of China’s booming economy and developing status.”

A former member of the AFL Tribunal and Board Member of the Confederation of Australian Sport, the Foundation Chair of Sport Management at Deakin and Foundation President of the Sport Management Association of Australia and New Zealand, Shilbury is chief among a talented group of academics presenting at the SKA course from 15-20 October in Sydney.

They will be joined by distinguished identities from the sport industry led by the Director General of the World Anti-Doping Agency David Howman - a former president of New Zealand Tennis and ex-commissioner for New Zealand Rugby as well as NRL CEO, David Gallop and Australian Rugby’s General Manager of Commercial Operations, Brian Thorburn.

Sport executives attending the course will gain a unique insight into the coach’s perspective from former rugby union international, ex-assistant Wallaby coach and current NSW Waratah Head Coach, Ewen McKenzie.

Please click here to download full programme brochure and application form.